Retail Media Insights - Digital Retail Media Measurement & Metrics

Digital Retail Media Measurement & Metrics

Digital Retail MediaMeasurement & Metrics

Copyright 2011 Retail Media Insights. All Rights Reserved.

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Bio

John MorganFounder and President

20-year career in media and marketing researchAdvertising, media, retail and technology expertiseFormer VP, Research & Shopper Insights at InStore BroadcastingDesigned media planning systems at Nielsen IMSMedia planner at Hal Riney & Partners


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Presentation Overview

Digital Retail Media DefinedValue Propositions for Consumers, Retailers and AdvertisersDigital Retail Media MeasurementMeasuring Advertising Campaign Effectiveness


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We have learned new ways to interact with media and brands


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What is Digital Retail Media?


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Digital Retail Media Defined

A communications network that uses digital technology to deliver audio, video or audiovisual content to an audience in a retail environment.


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Digital Retail Media Venues

If you come, they will build itBars & RestaurantsSpecialty RetailHair & Nail SalonsHealth ClubsMedical & Dental OfficesTransitVeterinarianGrocery & Convenience Stores


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Digital Retail Media is not TV

Differences from traditional mediaTransient audienceNot the primary focus of attentionDifferences from static OOH mediaVideo and/or audioTime component


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What are the Value Propositions?

Retailers

Advertisers

Consumers


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Value Proposition for Consumers

Entertain, educate and/or informNavigationMoney-saving offersTime-saving offersThe consumer must come firstknow your audience!


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Value Proposition for Retailers

Improve the customer experienceIncrease overall salesSupport and enhance loyalty programsGenerate advertising incomeLearn more about your customers


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Value Proposition for Agencies & Advertisers

Relevant content, contextReceptive audienceAt or near the point-of-purchaseQuantifiable measures of advertising ROI


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Digital Retail Media Measurement


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Measuring Advertising Effectiveness

Late-1800sJohn WanamakerDepartment store ownerConsidered the father of modern advertising

Half the money I spend on advertising is wasted; the trouble is I don't know which half.


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Co-founded in 1936 by the ANA and AAAA

Improve the practice of advertising, marketing and media research in pursuit of more effective marketing and advertising communications.


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ARF 360 Model

ARF Stage

ARF Definition

1: Vehicle Access

Availability of a medium

2: Opportunities-to-See

A count of people exposed to the media vehicle

3: Eyes-On / Ears-On

A count of audiences noticing any advertising within the medium

4: Ad Attentiveness

The degree to which audiences are focused on the advertising

5: Ad Processing

A measure of the information retained by the consumer after ad exposure

6: Impact

A measure of the shift in intentions produced by advertising communication

7: Advertising Response

A measure of consumer response short of sales

8: Brand Access

Product or service availability within a retail environment

9: Sales Response

A measure of purchases in response to advertising

10: Loyalty Response / Lifetime Value

The profitability of sales generated by advertising


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ARF 360 Model

ARF Stage

Metrics

1: Vehicle Access

Audience Count andAttention

2: Opportunities-to-See

3: Eyes-On / Ears-On

4: Ad Attentiveness

Consumer Thoughtsand Intentions

5: Ad Processing

6: Impact

7: Advertising Response

Consumer Behaviors

8: Brand Access

9: Sales Response

10: Loyalty Response / Lifetime Value

Returnon Investment


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ARF 360 Model: Audience Count and Attention

1: Vehicle Access=Venue Traffic

2: Opportunities-to-See=Network Traffic & Dwell

3: Eyes-On / Ears-On=Network Audience


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ARF 360 Model: Measuring Consumer Thoughts and Intentions

SurveysNeuromarketing

4: Ad Attentiveness=Relevance / Ad Recall

5: Ad Processing=Message Recall

6: Impact=Purchase Intent


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ARF 360 Model: Measuring Consumer Behavior

QR code scansInteractionsSales

7: Advertising Response=Brand Engagement

8: Brand Access=Brand Distribution

9: Sales Response=Sales


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ARF 360 Model: Measuring ROI

Loyal customersBrand advocatesPositive return on advertising investment

10: Loyalty Response / Lifetime Value=Campaign ROI


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Measuring Audience Count and Attention

In-houseTraffic, visitors, transactions, membersSyndicatedSimmons, MRI, ScarboroughCustomConsumer surveys, cameras, observationThird-party auditing required


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Present dayErwin EphronAdvertising Research Federation Lifetime Achievement Award recipientMarket Research Council Hall of Fame member

The biggest cost of advertising is ads that do not work.


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Measuring Consumer Thoughts and Intentions

Recall and Purchase IntentSurveysRelatively inexpensiveRecruitment can be difficultNeuromarketingGreat for lab workExpensive, impracticalOnly a proxy for desired behavior


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Measuring Consumer Behavior: QR Code Scans

Incorporate unique QR code for each campaign, locationCoupon, discount or dealSweepstakes entryAdditional product informationProduct demonstration videoStill need to know potential audience to calculate response rate & effectiveness


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Measuring Consumer Behavior:QR Codes for Savings

Scan me!

DSE Q1 2011 Business BarometerDiscount Code

DSF Members receive a $50 discount off of the $145 DSE Q1 2011 Business Barometer from the Digital Signage Expo.


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Measuring Consumer Behavior: Interactions

For screens that allow interactivity# of interactionsStickiness (time spent interacting)Data capture (consumer input)Interactions relative to network trafficNeed to know audience potential to calculate response rate & effectiveness


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Measuring Consumer Behavior:Sales Lift

RetailerItems per transactionDollars per transactionCategory sales liftRepeat visitsAdvertiserItem sales liftBrand sales liftHousehold penetrationTrial / repeat


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Measuring Advertising ROI:Experimental Designs

Robust test design is critical to valid measurement of changes in consumer behaviorMatched PanelLatin SquareDid advertisement X truly cause behavior Y?


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Presentation Summary

Digital Retail Media networks that focus on providing value to consumers also benefit retailers and advertisersDigital Retail Media networks require unique methods of audience measurementDigital Retail Media campaigns can be optimized through testing and measurement


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Our Services Audience Measurement and SegmentationAdvertising Sales and Marketing StrategyConsumer Insights for Content GuidanceAdvertising Campaign ROI Analysis

Research MethodsSyndicated Research SourcesMatched Panel AnalysesConsumer Intercept SurveysObservational Studies

Clients we ServeAdvertisers and AgenciesMedia Network OperatorsRetailers and Venue OwnersInvestors

John MorganFounder and PresidentRetail Media [email protected]

www.retailmediainsights.com

The Proof is in The Numbers


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Date post:	21-Oct-2014
Category:	Business
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